I'm trying to update firmware on Blackberry 9530s from a Blackberry Pro server 4.14.17. Firmware on the 9530 is 4.7.0.148. I edited the IT policy to allow Non-Enterprise Wireless Upgrade. But the upgrade status is consistantly "rejected" after a few minutes. Does anything have to happen on the phone to allow the upgrade? I am not using Verizon software, either. I'm just doing the software upgrade from Blackberry Pro.

Nothing needs to be done at the 9530, right? The user doesn't have to "OK" or confirm the update?

Yes, they'll need to initate the update. All you're doing from BES is making the request on their behalf.
They should get a new icon on their screen for the wireless update. They'll need to click on it and begin the upgrade.
It's not entirely automatic.